What if the key to simplifying your business and amplifying your success was something you already had but hadn’t defined yet?

In this episode, I share a simple yet powerful concept I’ve been implementing with a client—a defined proprietary process.

I’ll explain why having a clear roadmap that outlines the transformation you provide is essential for your marketing, messaging, and overall success.

Tune in to discover how this can bring clarity and simplicity to your business too!

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

Hello, my friends. Welcome back to the podcast. Happy week. I am spending this week getting ready, getting ahead on some things because next week I’m going to Costa Rica. I’m going actually by myself for kind of like a solo retreat. And it’s definitely an edge for me because I don’t love to be by myself. I do love to travel solo. But in this capacity, I’m going to actually work one on one with a facilitator slash mentor who I’ve worked with at a previous retreat, but it was a retreat with other women. Now I’m going to work one on one with her. But the whole week is like a solo week. So I’m creating it into like my own retreat. I’m going to get a massage. I’m going to go to the beach. I’m going to do my work with her. But it’s an edge because it’s doing some deep healing work, which I’m very excited for.

But also being alone, you have a lot of white space where I will be alone and quiet with my thoughts. And so I think it’s going to be really good. But to be honest, I feel like that little bit of discomfort and you know, and that is I think a lot of times people think that doing things like breath work and the healing and like really processing things and going deep is fun or easy. I don’t know if people think that, but it is the opposite of that. It’s very uncomfortable. And there’s oftentimes that little bit of resistance to going to do it, but a good resistance, a resistance of like, oh, I know I need this because I have this resistance. So as you guys have witnessed, every time I go to Costa Rica, it is magic when I come home.

And I think this will be nothing less than magic and I’m very excited. So I’m going to unplug for a lot of next week. I always pretty much always go off social media when I go to Costa Rica because I don’t want the noise. So I’m excited. Alright, today’s podcast episode, I was inspired to talk about something that I’m implementing for a company right now. And it’s really simple. And I think that a lot of companies don’t have this. So I opened up spots a couple of months ago for me to personally run certain companies marketing, like already established successful likely at seven figures or close to where I come in and I personally developed the entire strategy and my team and I take over everything from the funnels and the strategy to the ads, but also the email marketing, social media, everything our team is running it, bringing in our, our tracking like that. I’ve developed custom internal systems for around tracking email marketing, tracking social media, tracking podcast downloads, like everything’s custom systemized. And so bringing that in. 

And I opened it up and sold three spots. So I actually don’t have spots right now for at least another month as we onboard this client. And it’s pretty awesome because the way I set it up is like a partnership. There’s some rev share in there on anything I make above where they are today. So anyways, I have been going very, very deep with a specific company who I’m so excited to be working with. And one of the things that we focused on is what I’m going to talk about today. And it’s something that. I think every business should have. I had a mentor seven, eight years ago who helped me develop this and I have kept this and used it forever. It’s evolved a little bit, but not really and It drives my delivery, it drives my marketing, it drives my messaging, it drives my content. so This is very simple, but I’m going to take a guess that most don’t have this because this is a multiple seven-figure business that I’m working with and they did not have this. You can create success without it, but your success will be so much more amplified and simple and clear if you have this.

So the one thing what it is that I’m speaking about is having a very defined proprietary process. So if you’re clear on the transformation that your business provides, so you know, if someone buys my offer or my service or my product, this is the transformation. This is the outcome. This is the promise. You have to be clear on that first. So in one sentence, if I were to sit across from you right now and I asked you, hey, if I sign up for your offer, your service, buy your product, whatever your offer is, what am I getting out of it? Can you tell me that in one simple sentence using the language that your ideal customer would use? Step one, step two is now, how do you get me that transformation? What are the steps? What are the milestones? What is the journey to go from where I am today to accomplishing that transformation and on the other side of that?

And can you explain it to me in the most simple and clear way? Something I told this client when we were in a meeting, I said, I know this sounds silly because he wasn’t able to articulate it for me. And it took some time. They went back and we had many calls, I said, I know this sounds silly, but I want you to explain to me like I’m my nine year old son, how you get these incredible results that they get. And that’s what we ultimately were able to get to is they have a 12-step journey that they take men through to go from where they are to the transformation that they promise. But this is so simple and yet so many of you don’t have this. And I’m going to explain how this dictates everything. Number one, this is your IP. This is your proprietary process. It’s your transformation. It’s the roadmap you bring people on. And it is infused with your experience, your unique experience, your unique wisdom, your unique education, if that’s relevant. Like most people start a business because they have this gift, but they also see this need that’s not addressed in the way that they would address it. So when you look at any company and you dig deep, whether it’s defined or not, a true company whose mission is serving and impacting and really being of service to their customers, not a company who’s only focused on the money. Money is a byproduct of serving.

So if your only focus is I just want to get money, you don’t have this because you don’t actually care about it. But the companies that see their impact in serving their ideal customer as the number one and then money is a byproduct of that. That’s the only way it will work long-term. When you dig deep, you realize that the way that they serve is unique. There is a unique experience that goes into this. I can think of so many examples. If I think of people in the health industry, they likely have some sort of story where they have a background where they learned XYZ. They realized it wasn’t working. They tried this. They created this process. People started getting results, right? Everybody is such this unique like meshed version of wisdom and knowledge and experience that you can’t replicate from somebody else and you need to pull that out and Bring that into your business because that is your unique edge and I can promise you for most of you It’s already there. You’re just not clear on it. You’re doing it without defining it and So having this number one makes it so easy for you to now describe to somebody how you’re going to get them the results. And that doesn’t mean the nitty gritty details of like step one, we log in and we do this. 

No, I’m talking about if you had to explain this to a nine year old in a simple term of here’s the transformation, this is what I do. This is the transformation I create for my ideal customer, for men, for women, whatever. How? Overview, high level overview. Once you have this, this is how it drives everything. So the reason that we started with this, I started with this with this company, is because essentially they have come to me and their results have diminished over the last year, like two years. The results that they were seeing in 2020, 2021 have just slowly gone downhill and they’re like, we don’t know what’s wrong and we want this support. They’re still a seven figure business, but something isn’t working.

And I think over time, like their messaging got diluted, it got confused, like they got mixed messaging from different marketers. And ultimately, like what I started with them was, first of all, what’s the transformation that you provide? Not in technical terms. And this is something that I see a lot with very talented practitioners, very talented individuals who have the ability to create extreme transformation in people. They don’t know how to describe it. They don’t know how to describe it in the words of their ideal customer because they’re so deep in it and I see a lot of gifted people stuck in that place where they can get the result. They’re incredible at what they do, but they can’t communicate it because they’re stuck in this technical language that people’s eyes start glazing over. you start losing them. They’re confused. They’re overwhelmed.

So we talk through that and the way that I get to the surface or not the surface the bottom of that is i keep asking the question why. so if Someone tells me oh we’re going to help you get back into your body and out of your head. Why? What does that do for me? How does that show up for me in my life? What does that impact? What’s the result? Because you’re not going to have people who say, Oh, I want to, I want to get out of my head and into my body. Maybe you will, but probably not. That’s causing deeper level pain and frustration. So first we get clear on the transformation. Then the next thing I brought them to once we were clear on that is how do you create that transformation?

And it took a week for us back and forth to create this 12 step. And honestly, they did a lot of the work because it was their IP. I was guiding, I was asking the questions. This is 20 years of his IP. And it’s like, okay, if you had to explain it, how would you get it? Now that we have this, guess how much this impacts our marketing. We will be creating a lead generation, multiple lead generation funnels that are stemming from this. Any webinar or masterclass or training that we have stems from this. We’re teaching this process in different ways. The actual program itself, the way it’s laid out, the customer journey stems from this process. Everything stems from this process, whether it’s a lead generation, a webinar, a challenge.

the actual offer, the live event they have. It’s going to be different variations of it, different levels of depth of this process, but everything stems from it. So we needed that to be able to do anything with it. And now when you explain to someone, this is the transformation that we get as a company. And here’s how we do it. It’s instantly clear. I do this. If you look closely at what I do, I do this all the time. My challenge, my webinars, my quiz, everything stems from our five-part process because my entire offer and customer journey stems from this process. Not because I think it’s cool to have a process, but because I genuinely know and have proven over and over and over again that no matter where you are in your business, no matter what type of business you have, what type of offer you have, this process molds to your business. This process is the foundation of everything I do. And here’s the cool thing.

It has not changed. I added a step at the beginning of this year when I went through a big transformation, which was I added identifying and aligning with your natural gifts into marketing. And that’s because I changed and I really saw a need to shift this in others marketing. But over eight years since I had a mentor who helped me develop this, it is not changed through COVID through iOS updates, through economic shifts and changes, it has not changed. And so your proprietary process, it probably will not change. This is the foundation of how you do what you do. And if you’re a physical product business, it might be a little bit different, but still, like there’s a process in there. There is a method to components that went into your physical product that come from your experience, that come from your wisdom, that come from your gifts that make your product unique. So you still have this, maybe a little bit less than somebody who has a service or a digital product, but you still have this.

And so defining this process will become the foundation of not just your marketing, but your business. Like when you sign up for our Done With You program, I take you through seven milestones that are dictated by this process, the same process that I teach in webinars that I bring into my challenge, like It’s the foundation of everything. So big invitation to sit down today and define your one sentence transformation you provide, and then pretend like you have to explain it to a kid how you create that transformation. What are the steps? What are the milestones? What’s the roadmap? What’s the journey? And I promise you, it’s already there. You just have to define it. Then once you have that, look at where you can bring that into your marketing. I mean, that is the format of a webinar. That is the format of a lead magnet. That’s the format of a challenge or maybe one of the steps. Like I teach, basically I teach one of the steps in a challenge. And then on the final day, I teach the other steps.

So there’s so many ways to play at it, but this is how you really uplevel your authenticity and the clarity in your messaging. Because a potential customer who’s considering buying from you, they need to have clarity. They need to understand this is not only the transformation that I am confident in, I will have if I buy this offer or service or product. But also I understand how it’s going to work. I understand the journey. I’m bought into this. So now when you go to have a free experience and you teach this process, you’re getting people to buy in and say, I believe in this process. If you look closely at anything I do, it all stems from my process. Everything. Because it has to. That’s the foundation of my entire business. And my process was not something that I could have created from following somebody else’s guidance or somebody else telling me what to do or copying somebody else’s. It came from me sitting down and a mentor of mine eight years ago going, okay, let’s figure this out. Tell me the first thing you do when you work with a business, when you’re personally developing a strategy, which is the first thing you do. Okay. What’s the next thing you do? What’s the next thing you do? And we got to that foundational process that has not changed. It’s evolved a little bit, has not changed, will not change because it’s foundational and it leverages my gifts, my wisdom, my experience in hundreds of businesses marketing and bringing success using that. So I hope you guys found this helpful. I think this could bring a lot of clarity and simplicity to your business if you can get this clear. All right, everybody. Thank you so much for tuning in and I will be back next week.